Posts Tagged ‘ Marketing ’

How Does Ferrari Do It?

Jan 5th, 2009 | By | Category: Building Your Reputation, Featured Articles, Marketing Professional Services, Practice Building With Backend Sales

As most of my regular readers know, I’m an old, tired and ugly retired accountant. This internet blogging thing is sort of new to me, so I wander around looking for the wisdom of the gurus and try to distill some of it every now and then into something that will make me look brilliant and worthy of being listened to.

So, earlier today I was checking out the competition … you know, all the other blogs on how to market bookkeeping, accounting and tax services that I could find, and I stumbled across Ric Willmot’s blog ( http://www.ricwillmot.com/ ) and was struck by his quote from Ferrari President Luca di Montezemolo who said that he expected to find 6,000 people crazy enough to buy a Ferrari in 2009.



What Is Your Profit Center?

Jan 4th, 2009 | By | Category: Marketing Professional Services, Practice Building With Backend Sales

Have you ever stopped to think about where you make your money? Do you sell consulting services, or are you in the product business? Do you really know?

Of course you can look at your sales register and identify the categories your revenues are allocated to … X% here, Y% there, and so on. But stop for a moment and think about a couple of things. what does the man with the hot dog cart need? He needs a horde of hungry hot dog aficionados. What does the guy who goes into the store looking for a shovel want? He wants a hole. Have you ever thought that maybe there should be a way to categorize your sales by needs fulfilled rather than item or service?



Practice Development Begins At Home

Jan 1st, 2009 | By | Category: Featured Articles, Marketing Professional Services

Today is the first day of 2009 and here I finally join in with most every other guru wannabe and make the obligatory first of the year post. Ain’t it great?

For the past few days I have been getting organized. My next task is to set some goals, and start acquiring members, so I can afford to hire coders to complete some of the projects for the members. Being retired means I don’t need a lot of cash to live on and can afford to plow most of it back into the membership, but it also means I can’t do a lot of spending from my own resources because at this stage in life I want to hang onto what I set aside. Sort of a “Catch-22” type situation.

So, as of today, I have committed to a daily blog post of some sort, an article or two about the membership site, and a few other things to let people know about the site. Pretty much using the online version of what I espouse for local practitioners.



Printed Newsletters On The Cheap And Easy

Oct 20th, 2008 | By | Category: Marketing Services by Writing

By virtue of it being a tangible product, something your prospect can see, feel and touch, a printed newsletter shows the prospect that you are willing to put some time and effort into your relationship with them.

But, because it is a tangible product, it takes production time, and it takes money to create. Something that most startup practitioners have very little of to spare.

So, how do you maximize your production, while minimizing your expenses? Ah, the eternal question, posed by all Practice Builders.



Using Newsletters Properly

Oct 8th, 2008 | By | Category: Building Your Reputation, Marketing Services by Writing

Okay, I think it’s about time I said something about newsletters.

Now, I’m not talking about email newsletters here. Those are important, but as a practitioner concentrating on your local market, I feel that you will be a lot more competitive if you do the majority of your prospecting using traditional offline methods. Print methods.



Capitalizing On Consistency

Sep 27th, 2008 | By | Category: Building Your Reputation, Marketing Professional Services

What does it take to be a successful practice builder?

After you have established your goals and laid out your plan of action for reaching your goals, one of your next steps is to take control of yourself.

Remember all those guys in school who were so proud of their imagination, and were so quick to deprecate the plodders and the planners? Well, let me bring you back to reality with a corollary to the story of the tortoise and the hare. Consistency trumps all.



Repurposing, A Practice Building Dream!

Sep 23rd, 2008 | By | Category: Marketing Professional Services, Marketing Services by Writing

I learned a very valuable lesson from my mentor the other day about repurposing content, one of her favorite habits.

Now, I’ve heard lots of chit-chat on the internet about repurposing content, and I have consistently thought of it as rewriting the same old article or report in forty or fifty different ways. Sort of what the online bunch call “spinning” an article.



New Tax Client Marketing Opportunity Pops Up

Sep 22nd, 2008 | By | Category: Marketing Professional Services

As I have tried to make abundantly clear to the members of my practice building tools website, as an “old, tired and ugly” retiree, I don’t keep up with a lot of accounting or tax law these days. But this little tidbit just slid across the desk in front of me and I thought it bore some further comment.



Visualizing Goals

Sep 20th, 2008 | By | Category: Featured Articles, Marketing Professional Services

One of the best pieces of advice I ever received was related to goal setting. My mentor, repeated the often quoted phrase “if you don’t know where you’re going, you’ll never know when you get there.”

It’s not a great leap from that quote to the idea of trying to picture where you want your practice to be in five years. In today’s practice building environment, every effort you undertake, must be directed toward your eventual goal.



Practice Marketing For Busy Accountants

Aug 8th, 2008 | By | Category: Marketing Professional Services

Because they could not advertise, these “Rainmakers” used the skills lawyers are trained to use, writing and speaking. This came naturally; those lawyers are trained to write, things like briefs and contracts, and to speak, especially when arguing a case.

Financial professionals, such as accountants, were not so lucky. Their college training focused on how to add and subtract. Harsh as it may seem, accounting rules are basically rules of when to add and when to subtract from one side of the ledger to the other.